Chapter 4 (coming soon)

Click here to view the full agenda

1. Pervasive Consumer Concern

–  Explosive Growth of Data
–  Questionable Business Models
–  Privacy at Risk
–  Consumer Concerns in Numbers

2. Inside the Digital Consumer Mind

–  Towards Trust-Based Marketing
–  The Mind of the Digital Consumer
–  Online Decision Making Science

3. Understanding Digital Trust

–  Defining Trust
–  Introducing the Iceberg Trust Model
–  Trust Constructs and Cues
–  Data Context
–  Targeting and Timing

4. Engendering Online Trust

–  A Model Approach
–  Assessment and Gap Analysis
–  From Ideation to Roadmap

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